Blend Is Changing How Friends Discover Reels Together
Instagram has introduced a new feature called Blend, a private, invite-only feed that allows two users to discover Reels together. This isn’t just another update; it’s a thoughtful shift in how social media connections are formed and maintained. The feature started rolling out to users on Thursday, following over a year of internal testing.
Unlike the public feed or even regular DMs, Blend uses Instagram’s algorithm to recommend Reels to two specific users based on their shared interests. It creates a tailored space where the content feels personal, collaborative, and uniquely curated.
A Private Feed Inside Your DMs
Blend works much like a direct message, but it’s designed to go beyond simple conversation. When a user sends an invite to a friend and they accept, a customised Reel feed begins to populate inside the chat.
You don’t have to search for Reels or scroll endlessly. Instagram’s AI does that work, showing you and your friend a shared stream of videos, built on both of your viewing habits. Each Reel comes with an indicator of who it was recommended for, giving the experience a human touch.
You’ll find the Blend icon next to the audio and video call buttons in your chat window. This is where the shared feed lives, updating whenever one of you interacts with new content.
Why Blend Matters?
Blend isn’t just about watching Reels. It’s about recreating a shared digital space, a living room of sorts, in the age of private consumption.
Social media used to be about public likes and comments. But over the years, people have shifted towards private sharing and smaller circles. Instagram noticed this trend and created Blend to nurture close interactions in a clutter-free environment.
Instead of sharing Reels individually and reacting one by one, Blend allows users to explore and respond within a shared, evolving feed. You can comment directly through a message bar or react quickly with emojis. It feels casual, yet deeply connected.
Powered by Your Shared Interests
Instagram’s algorithm doesn’t treat Blend as just another feature. It learns from what you and your friend watch, like, and share. The more you use it, the better it becomes at showing Reels that matter to both of you.
For example, if you’re into comedy Reels and your friend loves food videos, Blend finds the common ground. Over time, it may start suggesting cooking skits or funny restaurant moments. This blended feed becomes smarter the more you interact, without you needing to tweak any settings.
A Feature Born From Testing and Trends
Instagram started testing Blend quietly in 2024. It was first spotted in March, and its gradual rollout reflects Meta’s interest in rolling out features that feel intentional and well-tested.
With the rise of AI recommendations across platforms, Instagram’s focus on cooperative AI-powered discovery is noteworthy. It’s one of the few big tech features in recent times that encourages shared exploration over isolated scrolling.
Leave a Reply